When Does Actual Versus Ideal Self-Congruence Matter? Moderating Effects of Construal-Level on Brand Attitudes
Drawing on construal level theory, this study found that consumers with low-level construal tended to focus on actual self-congruence (ASC) with a brand and prefer brands with high ASC levels. Contrarily, consumers with high-level construal focused on ideal self-congruence (ISC) and indicated positive attitudes toward brands with high ISC.
Taku Togawa and Kazuyo Ando (2020) ,"When Does Actual Versus Ideal Self-Congruence Matter? Moderating Effects of Construal-Level on Brand Attitudes", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 1230-1230.
Taku Togawa, Sophia University
Kazuyo Ando, Chiba University of Commerce
NA - Advances in Consumer Research Volume 48 | 2020
D2. When a Negative Review Can Help the Company: the Role of the Unfairness and Empathy
Maria Alice Pasdiora, UFRGS
Cristiane Pizzutti, UFRGS
Natalia Englert, UFRGS
When Less is More - How Making Products More Personal Can Decrease Purchase Intention
Michael Schulz, University of Cologne
Alternative “Facts”: The Effects of Narrative Processing on the Acceptance of Factual Information
Anne Hamby, Hofstra University
David Brinberg, Virginia Tech, USA